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The new primetime is personal

In a world where viewers have total control and a seemingly endless amount of content to choose from, traditional primetime has been replaced by highly engaged personal primetimes. People are turning to online video across different devices, times of day, and need states. Personal relevance and passion are key drivers of engagement, with over 60% of consumers who watched something on YouTube in the past 24 hours saying it was related to something they’re passionate about. As viewer passion takes center stage, marketers must rethink their approach to video to build meaningful customer relationships and drive results.